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Objective:
Overall project objectives are 1) to phenotype diverse carrot germplasm and breeding stocks to discover variation for traits important for improving carrot disease and pest resistance, reliable crop production and tolerance to environmental stress, enhanced consumer quality, and superior color and nutritional value; 2) to develop an expanded carrot genomic database for breeders; 3) to initiate development and evaluation of breeding pools from diverse germplasm and breeding stocks that include alleles for improved crop production and consumer quality traits; and 4) to evaluate the economic impacts of new carrot traits on grower practices and costs, and consumer decisions.

Approach:
a. Assess how science-based innovation impacts practices and costs of carrot production and handling.
b. Identify how consumers respond to changes in carrot characteristics and price, and estimate the market effect associated with the new product.
c. Develop a simulation model of private firm and industry-wide benefits given branding is difficult to establish.
d. Measure industry-wide effects including impacts on farm and firms that may also continue with previous technology.